Challenge 

In 1997 the Webb County Board of Judges first pushed for a comprehensive juvenile justice detention, rehabilitation, and education center to rehabilitate troubled youth in the county. Twelve years later, the $11.3 million dollar facility opened its doors. PMDG was engaged to help plan and execute the grand opening of this first of its kind facility for Webb County. PMDG developed and implemented all the media relations leading up to the grand opening, working hand and hand with facility staff, project designers and Webb County officials.

Strategy

Leading up to the event and the weeks surrounding the grand opening, PMDG secured regional and national media coverage for the opening of this facility, unique to South Texas. PMDG was charged with the conceptual and creative development of the event. The Proverb “It takes a village to raise a child” was the inspiration behind the campaign and it was effectively utilized on all campaign collateral pieces.

The concept and overall campaign theme were appropriately carried out on the grand opening invitations. The Agency coordinated the coordination of mailing lists to numerous regional and national elected officials, dignitaries, and media officials.

PMDG also headed the development of the event agenda, speakers, seating, and coordination of all event logistics including menu design and planning, entertainment, signage, and décor.

During the grand opening, the PMDG team ensured that all the needs of the event were managed effectively. Additional public relations support including media pitches to industry trade publications were conducted.